Redefining Content Creation

Content creation can be an exhausting process.

Sales and marketing gurus say we must post 5 times a week and 2-3 times a day.

The data presented to us reaffirms this.

So we put our heads down and create a ton of content. Without a care for our health and well-being.

Sometimes we hire a content creator to do the work. But briefing them and supervising content creation is also exhausting.

I run a 100% virtual coaching practice. Most of the marketing and promotion for my business happens online. Creating and publishing content is an integral part of my business.

Over years of creating content, there’s one critical thing I’ve learnt.

I’ve come to realise it’s important to create content without exploiting ourselves.

Our dominant work culture makes us believe we’re not doing enough. That we’re worthy only if we work long hours and burn the midnight oil.

We glorify and reward those who work relentlessly at the cost of their well-being.

Working hard has its place but when we equate our worthiness with our productivity, we need to stop and think.

When we internalise this dominant thinking we unknowingly exploit ourselves.

We don’t realise when we’ve crossed the line from working hard to extracting ourselves.

This leads to exhaustion and fatigue which begins to show in our content. We misunderstand consistent content creation as constant content creation.

The engagement of our content declines. We think we need to do better. So we slog further.

Only to exhaust ourselves and create more low-engagement content. We may then falsely conclude that we’re not good at creating content or marketing.

We’re given to understand that organisations and employers can exploit employees. But when we internalise the values of such toxic work cultures we exploit ourselves.

According to Convert Kit’s 2022 State of the Creator Economy report, 61% of creators surveyed experienced burnout over the previous year.

It’s important to take a moment and understand what’s happening.

When I realised I was extracting myself by adhering to the unrealistic standards of online marketing, I paused.

I did an internal audit. I asked myself the following questions.

“Are you creating content at the cost of your well-being? Are you exploiting yourself? Is it required? Is it wise? Does it work in the long run?

For the size of your business, do you need to post fresh content as many times a week as the marketing gurus say? Perhaps posting a couple of times a week is good enough.”

With the answers I got, I was able to recalibrate my content creation process. I realised I didn’t need to post at the frequency of a large FMCG or financial services brand.

It was enough to post a few times a week with seasonal breaks running into several weeks.

Does this affect my social metrics in the short run? Yes, but when I’m well-rested and refuelled I create engaging content. It’s a winner in the long run.

I realised I could use the principles of circular economy to create a sustainable content creation process. I thought it would be a great idea to recycle, repurpose and reuse old content. Especially as my entire audience may not have seen the old content or may not remember it. I chose to republish some of my high-performing old content.

This process was challenging at the beginning especially since it’s counterculture. But over time I’ve come to appreciate its benefits.

I now create and publish much less content, but my content has better engagement. I take breaks before I’m exhausted or reach a creative block. During the break, I replenish my creative well. I rest, I go slow, spend time in nature, read or hang with family and friends. The break re-energises me with new ideas and enthusiasm.

In order to have a real relationship with our creativity, we must take the time and care to cultivate it. ~ Julia Cameron

Yes, it may feel like the returns to my business are slow, but my content creation process is sustainable over the long run. I’m not exhausted and fatigued creating content. It’s an enjoyable process that I engage with on my terms. It keeps my brand visible and with a better cut-through in the long run.

Do you create content consistently or constantly? How would you like to redefine your content creation process? Would love to hear from you. Feel free to share in the comments below. 

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